Rick Ross, who was has been recently and loudly been criticized for “U.O.E.N.O,” a song he sings about date rape, said via Twitter he doesn’t “condone rape.” “Put molly all in her champagne, she ain’t even know it. I took her home and I enjoyed that, she ain’t even know it,” say the lyrics to the song, released earlier this year.

“Molly” is slang for the psychoactive drug MDMA or ecstasy.

“We are asking Reebok to drop their endorsement deal with Rick Ross,” Shawna Thompson, a spokeswoman for Ultraviolet, a women’s rights group that led the demonstration. “The reason we are asking them to do is because Rick Ross recently rapped, bragging essentially, about drugging and raping women. We see this as an opportunity to elevate the fact that it’s not OK to do that, and he shouldn’t benefit from endorsement deals when he has rap lyrics like that.”

In a statement, Ultraviolet said:

Just minutes after Rick Ross tweeted an awkward non-apology to people who had “misinterpreted” his rap about drugging and raping a woman, more than 100 UltraViolet and NOW NYC members crashed Reebok’s flagship store in New York City to demand the company drop Rick Ross. Survivors of rape, athletes, moms, and concerned women all lugged boxes containing 72,000 petitions to the store for delivery. Reebok barred the women from entering, but two representatives met them at the door and promised to deliver the petitions to CEO Uli Becker.

“It’s time for Reebok to stop using their brand as a platform to promote rape and the idea that rape is not just okay, but cool. Contrary to Ross’ claims, there was no misinterpretation here: Slipping a woman a drug and ‘enjoying that’ is rape, plain and simple.” said Nita Chaudhary, co-founder of UltraViolet. “It’s time for Reebok to answer the 72,000 customers who want them to stop promoting violence against women and fire Rick Ross.”

After his apology was criticized as being insincere, Ross tweeted: “Apologies to my many business partners, who would never promote violence against women. @ReebokClassics @ultraviolet”

Does this Titan of Rap deserve to be fired for what, for many, is MO for a lot rap music? It’s unlikely that this song, and the current reaction, will make any changes to the real problems with much of the the rap culture.

UltraViolet is an online community of over 400,000 women and men who want to take collective action to expose and fight sexism in the public sector, private sector and the media.